Abstract
As a municipal housing company, degewo’s mission is to create affordable living spaces. As the largest of Berlin’s housing associations, it provides a home to 140,000 people in more than 80,000 apartments. To celebrate their 100 year anniversary we created a brand song and audio branding for them that captures the neighbourhood feeling of home. by step.
Description
Home is more than just four walls – it is a deeply personal feeling for each of us. That is why degewo has been committed for several years to the holistic development of urban neighbourhoods. This includes maintaining buildings, designing residential surroundings, fostering neighbourly connections, and enhancing recreational opportunities. To celebrate 100 years, the brand opened a new chapter through the most powerful medium: music.
Our mission: To create a song that captures the feeling of home in the ”Kiez” (neighbourhood). The goal: Not only to create brand recognition in awareness campaigns across all channels with a strategically developed audio DNA, but also to foster a strong sense of community among tenants and employees through numerous live music events celebrating degewo’s 100th anniversary.
But before we start casting: What does the feeling of home in the Berlin Kiez sound like? We translated 2 main pillars into sound:
1. Feeling at Home
The timbres are handcrafted and warm. Elements from the home environment are used as lively sound effects: keys, doors, stairs…
2. The Community Spirit
The rhythm is dynamic and invites people to clap and dance along. The human voices sound clear and positive.
We composed a brand song – not a cringeworthy corporate anthem, but authentic Berlin indie pop, full of heart, rhythm and emotion. An emotional bridge between tenants, employees, and the brand. Our brand artist Mira Ida performed in front of more than 1,000 tenants and employees, captivating the audience together with her band.
The song was officially released on the day of degewo’s 100th birthday event and featured in multiple awareness campaigns – on the radio, social media, the degewo blog, as well as in children’s dance performances and karaoke events. The memorable topline of the “Willkommen zuhause” song was used to create the sound logo. In radio spots and social media films, the sound logo serves as an emotional brand identifier for degewo – as an opener and closer.
